'X Factor' Gets Soft Drink Sponsor

Pepsi has signed on as official sponsor of Fox's highlyanticipated musical competition series TheX Factor produced by Simon Cowell.

Pepsi had a chance to sponsor Cowell and AmericanIdol, but rival Coca-Cola got the rights to what became a phenomenon andTV's highest rated series. Fox had reportedly been in talks with both Coke andPepsi about being the exclusive soft-drink sponsor of X Factor.

The sponsorship includes a multi-platform off-air marketing partnership; weeklyin-show integrations and placements; and an immersive content experienceonline.The X Factor, based on the hit showin the U.K., is expected to have its debut in the U.S. this fall.It is produced by SycoTelevision and FremantleMedia North America.